Promocija Republike Hrvatske kroz vrhunski sport

undergraduate thesis

• Author: Sara Kvesić
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sport je vrlo bitan segment naše svakidašnjice. Obzirom na svoju važnost, ne čudi što se dobro pozicionira na tržištu gdje pritom obuhvaća i druge grane poput marketinga, promidžbe, brendiranja, prodaje sportskih proizvoda i sl. Raznorazni elementi marketinga ključni su za uspješnost same promocije. Hrvatska se može pohvaliti velikim sportskim postignućima, stoga će u ovom radu naglasak biti na vrhunskim sportašima koji su od izuzetnog značaja za promociju Republike Hrvatske kao države, u svijetu. Poseban značaj pridaje se globalnim medijima, koji imaju veliku važnost u stvaranju događaja, ali i prenošenju dojmova i slika te na taj način doprinose stvaranju imidža države i jačanju nacionalnog identiteta. Imajući to sve u vidu, možemo zaključiti da je sport postao puno više od društvene aktivnosti i da je prerastao u jednu vrlo bitnu gospodarsku granu, koja jača ekonomiju svake države.

Abstract (english)

Sport is a very important segment of our daily life. Given its importance, it is not surprising that it is well positioned at market where it includes other branches such as marketing, promotion, branding, sales of sports products, etc. Various elements of marketing are the key to the success of the promotion itself. Croatia has great sports achievements, so in this degree the emphasis will be on the top athletes who are of great importance for the promotion of the Republic of Croatia as a country, in the world. Special importance is given to global media, which is of great importance in the creation events, but also the transfer of impressions and images, thereby contributing to the creation of the image of the state and the strengthening of national identity. With all this in mind, we can conclude that sport has become much more than a social activity and it is growning into a very important industry, which strengthens the economy of each country.

• Keywords: sport; promocija; država; imidž; ekonomija
• Keywords (english): sport; promotion; country; global media; image; economy; sport industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:658066
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-23 09:45:36